The Development of a Sustainable Tourism Area for Borobudur Temple as a City Branding Theme for Magelang Regency

Prabawa Eka Soesanta, Imam Radianto Anwar Setia Putra, Oktavia Haryani Hutagalung
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Abstract

The concept of city branding is needed to accelerate development in an area. Sustainable tourism development in Magelang Regency requires city branding by utilizing the existence of Borobudur Temple as a Super Priority Tourism Destination in Indonesia to become the main lever in efforts to improve the welfare of the local community. This study aims to analyze the importance of city branding in developing the Borobudur Temple tourism area as a world heritage site for Magelang Regency. This study used qualitative – descriptive to find, explain, and formulate conclusions using data collection techniques through interviews with key informants and FGDs with sources from the BOB, heads of cooperation, and leadership in charge of government affairs in the tourism sector. This research found the important benefits of establishing Borobudur Temple as a world heritage site and one of Indonesia's Super Priority Tourism Destinations to become a sustainable city branding for Magelang Regency to increase tourism promotion to domestic and foreign tourists. Establishing city branding in Magelang Regency requires collaboration and coordination between stakeholders, strategic area management, and micro, small, and medium enterprises empowerment. In conclusion, the implementation of sustainable development in Magelang Regency requires the establishment of city branding, which is linked to the existence of the development of the Borobudur Temple tourist area as a world heritage site.
婆罗浮屠寺可持续旅游区的开发作为马哲朗摄政时期的城市品牌主题
城市品牌化的概念是一个地区加速发展所需要的。马格朗县的可持续旅游发展需要城市品牌,利用婆罗浮屠寺作为印度尼西亚超级优先旅游目的地的存在,成为改善当地社区福利的主要杠杆。本研究旨在分析城市品牌在马格朗摄政发展婆罗浮屠寺旅游区作为世界遗产的重要性。本研究采用定性-描述性的方法,通过对关键线人和旅游发展局、合作负责人和负责旅游部门政府事务的领导进行访谈,使用数据收集技术来发现、解释和制定结论。本研究发现,将婆罗浮屠寺列为世界文化遗产和印尼的超级优先旅游目的地之一,使其成为马格朗县可持续发展的城市品牌,以增加对国内外游客的旅游推广,具有重要的好处。在马格朗建立城市品牌需要利益相关者之间的协作和协调、战略区域管理和中小微企业赋权。综上所述,马格朗县实施可持续发展需要建立城市品牌,这与婆罗浮屠寺旅游区作为世界遗产的发展存在联系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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